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Pawfectly Made will continue to function as a separate entity with its own production processes and supply chain.

The couple behind a new start-up using adult toys and cheeky adverts to challenge long-held taboos say they want to take the "shame, guilt and fear" out of sex in India.

The couple behind a new start-up using adult toys and cheeky adverts to challenge long-held taboos say they want to take the "shame, guilt and fear" out of sex in India.

The founders of an Indian start-up selling "sex toys" say they want to overcome "shame, guilt and fear" of sexuality in India, the land of the Kama Sutra. They seek to make their products less intimidating for novices and use slogans full of innuendo.

The couple behind a new start-up using adult toys and cheeky adverts to challenge long-held taboos say they want to take the “shame, guilt and fear” out of sex in India. Despite its heritage as the land of the Kama Sutra, open discussions around sexuality and intimacy are often regarded as obscene in the largely conservative country. MyMuse, founded by Anushka and Sahil Gupta, are tackling this with tongue-in-cheek marketing and creative euphemisms, which they say make the products seem less intimidating and encourage first-time buyers. “Diwali is coming and so should you! And as always,...